TikTok Takes On the Supermarkets: Fresh Food, Fast Sales & Viral Shopping

Picture this: you’re sitting on the sofa, scrolling through TikTok, watching cat videos and viral dances, when you remember you haven’t done the weekly shop.

Instead of heading to your local supermarket or ordering online, you stay on the app and complete your grocery list – buying everything from fresh produce and meat to baked goods and household essentials.

It might seem futuristic, but according to TikTok Shop this is already partially a reality for consumers. The UK grocery sector is undergoing a major shift, and TikTok Shop plans to emerge as a key e-commerce player.

Once a hub best known for videos of viral trends, TikTok has now become a serious sales channel, with fast-moving consumer goods (FMCG) brands flocking to the site to sell their wares. Brands such as Trip, Love Corn and FreeSoul are using the platform to boost sales and connect with consumers, while start-ups are leveraging it to launch and grow.

And, TikTok Shop is no longer just for ambient goods. Fresh food brands are joining too, viewing the platform as a channel to rival supermarkets.

We spoke to TikTok Shop head of FMCG Matt Beane, to explore what’s driving this trend, which brands are thriving, and what’s next for grocery retail on social media channels.

Why are FMCG brands investing in TikTok Shop?

Beane says the platform’s success lies in combining content with commerce, making shopping feel natural and engaging.

“Food content thrives on TikTok, and around 50% of users who interact with grocery-related videos take action, whether that’s trying a recipe, visiting a store, or making a purchase on TikTok Shop,” says Beane.

Since it launched in 2021, the platform has grown rapidly, with a 131% annual increase in the number of shoppers on TikTok Shop, and a 180% year-on-year rise in revenue at the end of last year. Over 6,000 TikTok Shop Lives are hosted in the UK every single day.

According to Neilson IQ, TikTok Shop was the fastest growing online retailer in 2024, with live stream and influencer reviews driving impulse buys and build strong brand relationships. This strategy has worked for both emerging and established brands, he says.

For example, CBD drinks brand Trip launched on social media’s in September and sold out weeks’ worth of stock in just four hours via a live event. Trip managing director James Edmunds says the platform allowed the brand to benefit from strong word-of-mouth marketing and recommendation culture, which aligns well with TikTok’s format.

” The world’s biggest drinks brands don’t even sell direct from their own website, but we are trying to do things differently,” he says.

“When we joined TikTok shop in the second half of last year, at first we didn’t have huge expectations as it was just a fairly new category,” he adds. “We had a series of live streams set up, however within the first two or three hours we sold through all the stock we had planned for the next couple of weeks.”

Likewise, women’s nutrition brand FreeSoul launched in March 2023 and saw its apple cider vinegar gummies go viral on the platform, leading to stock shortages. Sales have since surpassed 1.5 million units.

Other brands such as Love Corn and Ridiculously Rich by Alana have also thrived. The “halo effect” of TikTok Shop is even boosting supermarket sales, as brands gain visibility and demand both online and in-store following the a successful debut on the platform.

The rise of grocery essentials and fresh food

While TikTok Shop’s grocery push started with impulse-driven purchases such as snack and drinks, Beane says everyday essentials are growing in popularity, with the range of products succeeding on TikTok Shop broadening.

Functional foods, high protein products and gut-health recipes are also performing well. And now, fresh food is taking off.

“We see the future of TikTok shop in the UK as fresh food,” says Beane. “We’ve partnered with small businesses, including local butchers and meal delivery services, and the results have been really promising.”

One standout example is Muscle Food, a high-protein meal brand that saw 700% growth in a month after launching on TikTok Shop. By using live content to demonstrate meal prep and fitness-friendly eating, the brand has tapped into a highly engaged audience.

As fresh food gains momentum on the platform, will TikTok Shop be able to compete with supermarkets for grocery sales? While Beane acknowledges it’s still early days, he believes TikTok has the potential to become a key destination for fresh food shopping.

Supermarkets and TikTok Shop: competition or collaboration?

With major retailers like Lidl already testing TikTok Shop, there is also a question about how supermarkets will respond.

In January, Lidl became the first supermarket to launch on TikTok with a range of protein products, which sold out within 18 minutes. A month later it returned with Dubai-style pistachio chocolate bars, which sold out within an hour and a half.

Beane remains tight-lipped about the next potential supermarket partnership, but confirms that TikTok is actively engaging with UK grocery retailers. He says early adopters are likely to see the greatest benefits.

“We see TikTok Shop complementing traditional retail,” he explains. “Brands are using it to enhance their physical presence, boosting footfall and online sales alike.”

Some supermarkets are already adapting. Waitrose, for instance, has incorporated TikTok content creation into staff roles, recognising its influence on consumer habits. It appears the platform would suit retailers that already prioritise responding to online trends and viral food stories with quick turn-around NPD. That could include chains such as M&S and Aldi – which are known for their fast-moving viral product launches – and could be well-positioned to benefit.

Looking ahead, Beane predicts that major grocery brands will become fully embedded in TikTok Shop’s ecosystem. “In five years, I expect every big FMCG name to have a strong TikTok Shop presence,” he says.

With fresh food gaining traction and TikTok’s ability to drive instant purchasing, the platform is set to play an even bigger role in UK grocery retail. For brands and retailers yet to get on board, the message is clear: adapt now or risk falling behind in this fast-moving market.

Source: Grocery Gazette